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All Journal Jurnal Manajemen & Keuangan Jurnal Riset Pendidikan Ekonomi Inovasi: Jurnal Ilmiah Ilmu Manajemen Business Preneur : Jurnal Ilmu Administrasi Bisnis Journal of Innovation Research and Knowledge Optimal: Jurnal Ekonomi dan Manajemen Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Birokrasi: Jurnal Ilmu Hukum dan Tata Negara Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah Muqaddimah: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis Anggaran: Jurnal Publikasi Ekonomi dan Akuntansi Moneter : Jurnal Ekonomi dan Keuangan Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi Jurnal Ekonomi dan Pembangunan Indonesia Sosial Simbiosis: Jurnal Integrasi Ilmu Sosial dan Politik Ekonomi Keuangan Syariah dan Akuntansi Pajak Jurnal Ekonomi, Akuntansi dan Perpajakan Akuntansi Pajak dan Kebijakan Ekonomi Digital Jurnal Ilmiah Ekonomi, Akuntansi dan Pajak Kajian Ekonomi dan Akuntansi Terapan Jurnal Bisnis, Ekonomi Syariah dan Pajak
Erwin Permana
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Journal : Journal of Innovation Research and Knowledge

 1 
STRATEGI PENGEMBANGAN PEMASARAN DIGITAL PRODUK MAKE-UP WARDAH PADA PLATFORM MEDIA SOSIAL Shalihah, Wardatus; Alyah Irvie Aranda Alben Susanto; Erwin Permana; Harnovinsah, Harnovinsah
Journal of Innovation Research and Knowledge Vol. 4 No. 11: April 2025
Publisher : Bajang Institute

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Abstract

The development of the digital ecosystem has significantly impacted the strengthening of business ecosystems. Since the post-COVID-19 pandemic, the cosmetics industry has become one of the highest-selling sectors. This study aims to analyze the digital marketing development strategy of Wardah makeup products on social media platforms. The research employs a qualitative descriptive approach, with data sourced from observations and digital reviews across various databases and relevant official websites. The findings indicate that Wardah's digital marketing strategy—focusing on engaging visual content, collaborations with influencers, and promotions through e-commerce—has effectively reached its target market. By continuously innovating and adapting to changing consumer behavior in the digital landscape, Wardah can maintain its position as a leading cosmetics brand in Indonesia while meeting the evolving needs of customers. Wardah's success is also supported by a marketing approach that emphasizes visually appealing, interactive content aligned with brand values, as well as a personalization strategy that leverages analytics technology to understand consumer preferences. By staying responsive to the latest digital trends and developing creative methods to attract consumer interest, Wardah continues to strengthen its presence in the competitive cosmetics industry.
Co-Authors Abdiel Reihan Abdullah Abbas Achsanul Qosasi Adinda Nabila Fajar Agustinus Miranda Wijaya Almeyra Azarine Hadityaputri Alvito Daffa Gustyo Alyah Irvie Aranda Alben Susanto Andani Alfi Nabil Anita Wulandari Anwar Alif Arafani Dwi Susana Arizal Putra Pratama Asmaa Nur izzati Audy Saomramadhan Azizah, Evrila Nur Chandra, Yanita Ella Nilla Daneswara Jayalaksana Davina Putri Aulia Deani Nabila Faiza Dela Setia Cahyani Dewi Stalastiana Dhea Novtalia Wijaya Efriyanto Efriyanto ENDAH PRATIWI Erlyn Rosalina Famita Wijayanti Firdaus, Risya Zahrotul Firza Intania Azzahra Friska Adelina Sembiring Hanna Zulhijahyanti Harnovinsah Harnovinsah Ifnu Saputra Keysi Rahmawati, Keysi Rahmawati Kharimah, Septiana Nurul Kintan Ayu Agnes Safira Krisna Agung Rahmanda Kurniati Kurniati Lazarus Sinaga Leonita Lisha Saputri Lidya Putri Wulandari Lira Sopi Ema Lutfita Khoirunisa Marizka Nazla Yulita Putri Marsekal Muhammad Jamal Muhamad Athalah Ramadhan Muhammad Najib Muhammad Rafi Putra Prasetia Muhammad Rafif Falah Muhammad Rubiul Yatim Nadya Amanda Najma Nury Noer Fhadya Dwi Aninda Noprella Azura Zeta Novita Sari Dewi Nuraini Haliza Purwoko, Bambang Rahil Khalisoh Ridwan Roy Tutupoho Riskon Ginting Rizky Alfiani Fadilah Sabrina Oktavia Salsabila Nadia Nabila Sita Samsyurizal Septia Nur Isnaeni Furdaus Shalihah, Wardatus Shifa Sabilla Hanum Siti Khalisa Naurah Rahayu Sri Widyastuti Sri Widyastuti Suatang Suatang Syamsurizal Syamsurizal , Syamsurizal Syamsurizal - - Tambun Roma Tio Br Sihaloho Teuku Muhammad Win Dafri Darisa Widarto Rachbini